2015 Winners & Shortlists

Results and Effectiveness

Across the month we had a total of 161,000 interactions without any offered incentive, and our page grew by 110,000 fans. The moving average engagement rate was 0.61 and Cadbury’s activity on Facebook from Egypt received 320 MILLION impressions from a total of 470 million globally.

Creative Execution

Every day we reminded our fans of an old tradition, and invited them to share the new. And so the Cadbury joy of Ramadan was born. At the month’s end, we surprised our fans with a special TV copy featuring their moments of joy from our 30 day collection, which aired nationwide as we celebrated Eid, the Feast of Breaking the Fast after 30 days.

Insights, Strategy and the Idea

As one of the oldest chocolates in Egypt, Cadbury has long been loved as a brand that celebrates joy. We believe that joy can be found in the simple things, and so we celebrate everything; every spontaneous, genuine, playful moment of joy. But, that doesn’t happen in Ramadan. It’s just not our season. Chocolate can’t compete with seasonal oriental sweets, and if that weren’t enough, advertising is just so expensive. So we go silent, dead silent, and our brand love suffers. This year, we decided to stand up for what we believe in, even though we couldn’t afford it. There are Ramadan traditions that we know and love; the first breaking of fast, first family gathering, the special deserts. But with time, new generations have made these traditions their own, and we think that’s kind of awesome. We dedicated 30 days from our social media content to them: #30daysofJoy.